Blobbits. Pitch: "Moldable, meltable creatures that melt away." Comments: This looks like something boys would like, and it has play value. As for the odds of success, see above. It's a roll of the dice. [ss]

EZ Manicure. Marketer: Global TV. Pitch: "The fool-proof cure for messy manicures." Comments: A 'fast fail.' (Link goes to spot.) This has been a hit-or-miss category with the hits (Salon Express, Hot Designs) being strong enough to warrant the losing attempts. Variety and style -- as opposed to problem/solution -- seems to be the key, hence the unpredictability. [ss]

Holiday Light Saver. Producer: Kerrmercials. Pitch: "Pack and store lights in seconds with no tangles." Comments: I don't understand why anyone would test a hyper-seasonal product like this one because of the retail challenges. If anyone is able to make the case, I'd love to hear it. [ss]

ICEE Float Machine. Pitch: "Now you can crank out fun, fruity icees like you ask for at the store." Comments: Great brand, solid demos, proven category (Slushy Magic, Squeezy Freezy, Ice Cream Magic) ... and yet this is a 'fast fail.' (Link goes to spot.) One reason: A DR 101 'fail' with regard to strategy. They tried to sell more than one product in a two-minute spot. It's technically a "kitchen sink offer," but it starts at the one-minute mark. [ss]

Luma Pots. Pitch: "Bring some life, color and style to your planters." Comments: This product doesn't solve a problem, so the project is betting on people liking this decorative concept. I typically don't like to gamble in this way, but (benefit of the doubt) maybe this marketer has some research to support the bet? [ss]

Wonki Wands. Pitch: "Makes bubbles up to four feet wide and 40 feet long." Comments: A cool product and a great spot with plenty of 'wow' ... but there may not be room in the marketplace for another bubble product given Juggle Bubbles and Wubble Bubble are already in rollout. [ss]

Zippy Sack. Pitch: "Easily zips up and down to instantly make beds." Comments: This was an interesting attempt because it solves a problem for kids and parents alike. However, it's a 'fast fail.' (Link goes to spot.) My guess: The lack of 'pester power' and play value is what sunk this one. [ss]

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About Me

I am the founder and president of SciMark Corp., a consulting firm that specializes in direct marketing techniques. I've helped launch dozens of consumer products in my career, some of which (such as the Finishing Touch/Micro Touch hair removers and the HD Vision line of sunglasses) went on to become household brands. I also helped pioneer two methodologies for identifying winning DRTV products that have become industry standards: online surveys and Web testing. In addition to publishing blogs, I contribute regularly to Response magazine and the official blog for the Electronic Retailing Association (ERA).